Just as The Ritz-Carlton is to hotels, Bugatti is to sports cars, and when a brand specializes to the extreme and becomes the leader in the industry, it will become synonymous with quality. When it comes to men's business wear and luxury fabrics, Zegna is the legendary brand that people see.
Zegna, whose full name is taken from the founder Mr. Ermenegildo Zegna. More than 110 years ago, Mr. Ermenegildo Zegna built Route 232 between the mountains of Piedmont in northern Italy, transporting high-quality fabrics to textile mills, and the Zegna brand was born.
On Route 232, built by Mr. Ermenegildo Zegna, batches of exclusive fabrics were transported that propelled the brand to world fame. While enjoying this natural gift, Zegna also gives back the infinite kindness of nature with a sense of responsibility and gratitude.
Since the 1930s, Zegna has implemented an environmental restoration program that has planted 500,000 conifers on the originally barren hillsides around the woolen mill, creating a natural landscape that stretches for more than 100 square kilometers, in today's Oasi Zegna Zegna Oasis.
With Zegna Oasis as the center, all the ideas and values of the brand are also divergent. The reverence and love for natural oases and the excellence of production processes have brought high-quality luxury fabrics to us across borders.
Just like the bundles of flax fibers arranged on this show, Zegna showed us the concept of making the most of things and recycling. After the show, these flax fibers will be put into the production line to make Oasi Lino, a true "what you see is what you get". At the same time, the Zegna brand promises that by 2024, all fibers used in the Oasi Lino range will be traceably certified.
On this season's runway, the brand's proud fabrics are naturally the highlight of the new collection. Compared with traditional cotton cloth, the linen fabric repeatedly mentioned above has the characteristics of refreshing and breathable, heat dissipation and heat relief, which can be described as a "professional counterpart" for hot summers.
Back on the runway, Zegna's Summer 2024 Fashion Show is set in PIAZZA SAN FEDELE IN Milan, where artistic director Alessandro Sartori wandered many times during his studies, immersed in rhythm, meditation, and happiness in this quiet square.
Inspired by this, the show created a lush oasis at PIAZZA SAN FEDELE, Alessandro Sartori uses linen as a creative "canvas" with fine textures beneath a deceptively simple exterior. The three-dimensional texture created by the right rough texture breaks the dullness and dullness of the same color and explores the state of mind.
As he explains: "Zegna has been reconstructing an urban wardrobe that can keep pace with the efficient pace of life of the moment, further deconstructing the overall look into a combination of different elements, including tops, bottoms, underwear and accessories, for people to match and show a unique fashion attitude." "This collection of Zegna boldly subverts the traditional uniform model, highlighting the texture and bringing a distinctive stylistic character.
As Gen Z grows up, many luxury brands are joining the race for the younger generation. In order to cater to the trend of youth and trendiness, there are many brands that have lost their more valuable brand marks due to chasing temporary business achievements.
For Zegna, creation and innovation are about keeping pace with the times, accepting new challenges, and exploring the diverse possibilities of the world from a new perspective. Like a desert oasis that represents the beginning of everything, its renewal never floats on the surface, but follows the undercurrents of nature.
The brand's inexhaustible exploration of innovation begins at the root of fashion – from fibres and fabrics to silhouette shaping, where multiple elements freely intersect to open up the infinite possibilities of fashion.
As a result, in the 2024 summer fashion runway, we can see that the daily jacket has a variety of patterns, simple and neat, quite stylish and coordinated with the whole, suitable for formal occasions without looking dull.
Shirt jackets in various forms such as lapels and crewnecks take turns, with irregular lines extending from the outside to the inside, outlining the lining and fangs, and the fake collars created by pressing and sewing techniques are even more eye-catching.
The 3/4 sleeve loose fit jacket that appeared last season has been given a new interpretation this season, with trousers, shorts, and jumpsuits, combining practicality and fashion, and combining it with a suit to inject a different literati style into masculinity.
The rare combination of a polo shirt and an ultra-low V-neckline interprets a casual new look in this season's collection, with delicate fabrics that exude a unique sense of casualness and relaxation when walking.
Men's shorts are also frequently featured on this season's runways, with well-designed outfits that neutralize the casual feel of kneeless shorts and further emphasize the brand's dedication to style. The overall material is rich in texture while being light and flexible, achieving a light and breathable effect, echoing the proposition of summer men's wear.
Combinations of long coats, vests and wide-leg trousers combine to deliver fusion and functionality.
Life is a wilderness, run as much as you want, no limits. Exploring various fields and discovering unlimited potential is the most vivid embodiment of the "uninhibited body and mind, indulgence and comfort" in the show notes. The 54 Look in this season's series offer a near-perfect score for a variety of situations you might encounter in everyday life.
Office, vacation, leisure, party... A variety of styles to choose and flexibly match, while leaving a decent impression, without being overly exquisite.
This calmness and confidence is an infinite trust in the quality of clothing, and secretly exerting power in unknown details. The natural texture of the linen fabric creates a three-dimensional texture and visually releases individual tension.
The variety of hemp materials in the show is also beyond imagination, flax gabardine, flax grosgrain, high-density linen knitted fabric, densely woven jacaranda linen, satin linen, jute oxford, linen silk canvas, etc., its richness is a strong proof of the brand's historical research and attempts, and it is also a demonstration of the strength of exquisite technology.
In terms of color, it balances brightness and restraint just right. Based on natural colours, neutral natural tones of limestone white, jute, frankincense, Aral Sea grey, cold spring water, agave, lichen and Petra colours, as well as warm leaf yellow and rust red, are subtly blended with bright flamingo pink and Namibian orange.
The refreshing and pure tonal color is like a fresh breeze to smooth the summer heat, creating a low-key and restrained gentlemanly style. "The tension in the details, the richness of colours and the flexibility of matching are the hallmarks of the brand's style." Under the interpretation of art director Alessandro Sartori, there is no need for labels and logos to repeat them, and colors can be used to create summer and heart.
In terms of accessories, triangular knitted scarves, knitted caps and geometric handbags that resemble kits are all adding vitality to the overall look, breaking the stereotype of traditional uniforms being serious and boring.
Colored sunglasses in various forms are full of shape and perfectly match the color of the outfit; The decorative narrow belt reflects the bright metallic luster, interpreting the Italian style under the bright sun; Loafers cut from whole leather cut out too many intricate decorations, revealing a texture visible to the naked eye.
The brand's signature Triple Stitch luxury casual shoes are also available in the Espadrille innovation, which is lightweight and dexterous, adding the finishing touch to the overall look.
Zegna's laid-back mood and foresight also attracted a group of followers who shared the same philosophy. In the 2024 summer fashion show, well-known Danish actor and global spokesperson Mads Mikkelsen, brand spokesperson Wu Lei, American actor Andrew Garfield, and well-known artist Hu Bing also visited the scene to explore the mysteries of nature and dress.
Oasis Zegna is the birthplace of the brand's values, which have been passed down for more than 100 years and are still committed to high-quality ingredients and perfect craftsmanship.
The flax fields grow with the seasons, turn yellow, and the cycle never stops. This oasis as a source of inspiration will continue to empower Zegna and witness the brand's mark on the road.
New Media Editing - Monster C Text - Niyol Images - Branding/Web